As
a marketing mode keeping pace with The Times, network marketing shows great
strength in the marketing practice of commodities with its own characteristics
and advantages. This paper mainly discusses the language use strategy in the
process of network marketing in order to get more and more effective.

With
the development of computer technology, network and communication technology,
the traditional market management mode has undergone profound changes. With the
arrival of the new technology era, network marketing, as an important operation
mode, has entered the public's consumption view and intensified the change of
modern production mode and consumption mode. Under the tide of economic
globalization, production enterprises are faced with many challenges brought by
extremely abundant products when facing the opportunity of expanding market
scope. Driven by a variety of factors, network marketing, as a new marketing
method, provides a broad development space for enterprise products and more
diversified shopping choices for consumers.

According
to the 39th statistical report on the development of China's Internet network
released by China Internet network information center, as of December 2016, the
number of Chinese Internet users reached 731 million, and the Internet
penetration rate reached 53.2 percent, which was 3.1 percentage points higher
than the global average and 7.6 percentage points higher than the Asian
average. China added a total of 43.99 million Internet users in 2016, with a
growth rate of 6.2 percent. The size of China's Internet users is already
equivalent to the total population of Europe. Among them, the number of mobile
Internet users reached 695 million, accounting for 95.1 percent, with a growth
rate of more than 10 percent for three consecutive years. It can be seen from
the data that China's network world is constantly expanding, and the network
has become an important part of people's life. As the most important communication
means in the network space, network language has also become an important part
of people's social life.

A
statistical report on the development of China's Internet network shows that
more than 40 percent of enterprises carry out online sales and procurement, and
the integration of "Internet +" traditional industries is
accelerating. Among the enterprises that have carried out Internet marketing,
the proportion of marketing promotion through mobile Internet is 83.3%, which
nearly doubled compared with 46.0% in 2015. More and more enterprises believe
that the Internet will play an increasingly important role in operating
systems, finance, production and manufacturing. In the survey, when asked if
the Internet can help solve various business and management problems, more and
more enterprises express their recognition. As of December 2016, the number of
users using online payment in China reached 475 million, with an annual growth
rate of 14.0%, according to the report. The number of Internet users who
purchased financial products was 98.9 million, an increase of 8.63 million from
the end of 2015. It can be seen that China's Internet economy has become an
important part of the development of commodity economy.

The
network is the result of human scientific and technological creativity. With
the development of emerging science and technology, the network and public life
are getting closer and closer. Language and characters have become the main
means of communication between people in the virtual world of network. In the
process of network socialization and humanization, network language has also
been developing and expanding constantly, becoming a new language appearance.

Network
language is with the development of network and emerging forms of a language
that is different from the traditional print media, including pinyin or English
letters, figures and vivid with specific meanings of network animation and
pictures of a variety of combination, can often expressed in a specific network
media communication special significance. At the same time, the concise
expression of network language meets the need of communication speed in the
Internet era.

According
to the report on Chinese language and life released by the ministry of
education and the state language commission, "brother who beat me
badly", "the boat of friendship" and "all routines"
have become the annual network buzzwords. According to Beijing language and
culture university professor Yang erhong, the annual buzz phrase reflects
netizens' concerns and perceptions about social life. Therefore, it can be said
that network language has been integrated with social life, becoming a dominant
culture, entering and influencing social public life.

Modern
society people live and work busy, pay attention to speed and timeliness, fast
and efficient become the important experience of shopping. Internet shopping by
network communication, network communication is through the keyboard and mouse
click, in order to deliver the most information in the shortest possible time,
must by reducing the number of keystrokes to improve the efficiency of input,
so in the process of network marketing, the language should be clear at a
glance, can make shoppers can quickly understand the shopping information in a
short time and make shopping judgment.

With
the acceleration of social rhythm and the increasing pressure of study, life
and work, netizens need to release their inner pressure and frustration. The
main purpose of online chatting and Posting is to entertain, amuse and lighten
the burden of life. In the continuous development and evolution of network
language, a large number of interesting network language operations. Therefore,
in the process of network marketing, language interest is added in the process
of information transmission to create a relaxed and lively shopping atmosphere
and make customers feel relaxed and happy shopping. In the process of online
marketing, to enable customers to experience the business philosophy of
"customer first" all the time is to make the expression of language
to generate emotional resonance for shoppers and emphasize the subjectivity and
discourse power of customers shopping. In addition, the network marketing
language should take the initiative to "defamiliarization",
skillfully use the language communication, so that the network marketing
presents the scene of life.

The
network communication context is the context in which the two parties are
invisible to each other. The network is virtual, and the use of network
anonymity improves the virtuality of the context and the communicative subject.
Shopping also belongs to the invisible shopping process, which is the shopping
practice that develops constantly on the basis of multi-party integrity.
Therefore, in the process of network marketing, the authenticity and
objectivity of language is also a very important content. The language of
network marketing must pursue true science, avoid exaggeration, also cannot
drill the words, ambiguous. Network marketing language needs to assume the
functions of information exchange, supply and demand interaction and two-way
communication.

According
to the statistics of CNNIC, Internet consumers have the consumption psychology
of pursuing high quality and low price, alternative trend and convenient time
and space. The pressure of modern life is relatively high, and people seem to
be willing and weak in some social activities. As a result, the public are
already tired of the traditional promotion methods when conducting shopping,
and choose the virtual network world to enjoy the wonderful experience brought
by shopping. Network communication is mainly carried out in language, without
considering too many communication links. Relatively speaking, it can reduce or
avoid the occurrence of social barriers. Therefore, in the process of language
use, network marketing should make full use of the knowledge of consumer
psychology and combine with the consumer psychology of shoppers to carry out
product marketing.

In
daily language communication, people often ignore the restrictive effect of
context on language expression. However, once the linguistic situation changes,
its restriction on language expression becomes obvious. There are significant
differences between the network context and the daily context, and the factors
such as the blurring and equality of communicative subject identity, the
separation of speech act and responsibility, all have different degrees of
influence on the change of network language. Therefore, in network marketing,
as consumers' demands are more personalized, the core concept of network
marketing has shifted from focusing on products to focusing on meeting
consumers' personalized demands and paying more attention to the satisfaction
of consumers. Network marketing, no matter from production to sales, is based
on consumer demand, and attaches great importance to personalized consumer
demand, emphasizing that personalized consumer demand drives product supply.
Therefore in the process of network marketing, marketing language should have a
full range of personalized requirements, according to the different consumers
shopping needs to integrate the language communication, are not to repeat the
same text "copy" model, to make consumers across a screen sense
people-oriented personalized exclusive service, finally forms the consumer to
the enterprise product for consumption behavior.

Along
with our country economy constantly move forward, the quickly development of
Internet economy, network marketing, as one of them also showed a strong
development momentum and huge consumer groups, especially the public Internet
consumption habits change, to the network marketing has provided a broad space
and unlimited prospects, and the use of network marketing model appropriate or
not directly related to the enterprise business profitability.

Human
society cannot develop without the information transmission of language, which
is the carrier for human to establish or maintain social relations. Therefore,
the scientific use of language and the creation of marketing language art in
the field of network marketing are of great significance to the development of
network economy.